Why Video For Ecommerce?
The internet and online video has become an organic part of the web browsing experience. Online users everywhere are using the Internet to buy groceries, gifts, clothes, and pretty much anything and everything you can image, which is where video comes in.
These transactions commonly take place based on pictures and text, which doesn’t always secure conversions and sales. However, by using video and its powerful engagement you can successfully sell to your audience far more effectively than with any other media, making video perfect for the world of ecommerce.
A promotional video is your traditional selling point for web video when it comes to ecommerce. Due to the sales nature of promotional videos it’s important to abide by the rules of successful video making to ensure it connects with your audience and starts them on their journey down your sales funnel. The best way to make your promotional videos hit the sweet spot with your audience for ecommerce is to make your content entertaining, informative and educational. Whilst it’s not always possible.
Product Demonstration Videos
Product demo videos can be very persuasive, especially to visitors in the early stages of shopping and more cautious browsers. If someone has never heard of your product or service, they might see a demo video of what you have and all of the sudden wonder how they ever lived without it! Product demo videos are also great ways of showing current customers how best to use your product and maybe even show them something about it they never knew.
Testimonial videos are great ways of showing browsing customers exactly how other shoppers found your product. Documenting the genuine shopping experiences previous customers have had with your ecommerce site and their satisfaction with your services and products is a fantastic way to nudge products into your customers online shopping-carts.
A lot of customers will always be dubious about shopping online, especially with sites and products they’re not familiar with, but if they can feel comfortable in shopping with you through positive reviews and genuine testimonial video the chances are they’ll never shop anywhere else.
Useful & Helpful Videos
Helpful videos are a shopper’s best friend because they can get valuable answers to questions without having to go out of their way to contact staff via email or on the phone. By allowing customers to gain access to information through video like your FAQ’s, you can be sure that you have explained things simply and effectively, which will mean that your clients are happy because they have that all important info, and your staff are free to deal with other customers and transactions.
Customer Service Videos
The customer services of any digital or physical store is perhaps the most stressful place to work. Dealing with angry customers, disgruntled refunds and general shopper complaints. Sure there are odd moments where some praise comes your staffs way, but I think we’d all agree that’s once in a blue moon talk.
Rather than getting frustrated with unhappy shoppers or being the victim to the social media slander that tends to follow mishaps with online shops, think about embracing the negatives and turning them into positive and powerful video content.
For example publicly apologising to unhappy customers and documenting how you are going to rectify the situation and go the extra-mile to win back their favour, shoppers will see not only your human side as a company, but also that if they should ever have a bad experience with you it will be quickly rectified in a friendly and caring way.
About the author:
Andy Havard is a Marketing Executive at Skeleton Productions, a UK based corporate video production company.